The iPad mini has been selling at Apple retail stores and through third-party retailers for just over one week now, and it already has three television commercials. The first, entitled ‘Piano’, was launched the day after the device was announced by the Cupertino company. While another two, called ‘Books’ (above) and ‘Photos’ (below), were published to Apple’s official YouTube channel on Sunday.

In both videos, the iPad mini features alongside the 9.7-inch iPad. It seems Apple’s aim is to show that despite its smaller 7.9-inch display, the iPad mini is more than capable of running the same apps and performing the same tasks as its bigger brother — hence the tagline “It’s every inch an iPad.”